ERIC Number: ED433614
Record Type: RIE
Publication Date: 1999
Communicating with the Public: A Guide for School Leaders.
This book examines "baseline" communications in schools and school systems. Baseline communication is defined as schools' ongoing efforts to meet the information needs of parents and the community at large, to strengthen the partnerships of parents and schools, to promote school activities and events, to explain school programs and school's benefits, to enhance the image of the schools, and to promote support for education in the community. The book is intended for K-12 educators, for staff members from nonprofit organizations, professors who teach community relations, and others. The main theme of the book is routine communications--the proactive efforts that address the information needs of school employees and the community and that seek long-term support for education. The book's 10 chapters discuss the need for establishing lines of communication before problems arise, designing plans to communicate, shaping messages for audiences, creating a positive school climate, linking communication to community relations, enhancing media liaisons, coordinating school and central office responsibilities, enhancing communications from the central office perspective, evaluating a communications program, and improving communications in general. Eleven appendices provide a sample school-communications plan, tips on writing a news release, how to produce a school-information video, and other advice. (Includes an index.) (RJM)
Descriptors: Communications, Elementary Secondary Education, Guides, Mass Media, Organizational Communication, Public Relations, Publicity, School Community Relationship
Association for Supervision and Curriculum Development, 1703 N. Beauregard St., Alexandria, VA 22311-1714 (ASCD Stock No. 199052, member price, $18.95, non-member price, $22.95). Tel: 800-933-2723 (Toll Free); Fax: 703-575-5400; Web site:
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Community; Practitioners; Teachers
Authoring Institution: Association for Supervision and Curriculum Development, Alexandria, VA.